Digital marketing isn’t going anywhere. However, new technologies bring about constant shifts, making it hard to keep up without the right strategy.

Recently, I hosted a webinar with Marketo on how to create a smarter digital marketing strategy that allows you to optimize your campaigns, even with a tight budget or resource constraints. In this blog, I’ll answer the top seven questions that I received from our attendees:

1. What does it mean to be scrappy?

Scrappy means a lot of things to different people, but to me, scrappy comes down to doing more with less. It’s an alternative to checklist marketing, which consists of just checking things off a list instead of doing what makes the most sense.

Scrappy marketing means:

Putting brains before budget

Being both efficient and effective

Seeing ideas everywhere

When I was talking to the team at Schwinn Bicycles about the scrappy concept, marketing manager Samantha Hersil said, “You know what, we could all use a few people and a few dollars more.” That’s the bottom line. No one has unlimited resources these days. As marketing continues to change, we have to come up with smarter systems for getting the work done.

2.How do the scrappy strategies apply to B2B marketers with longer sales cycle?

For all marketers, strategy is a critical first step. But the longer the sales cycle, the more you have to do with less to continue to keep your buyers engaged over time. Marketers with longer sales cycle, which include B2B marketers and consumer marketers selling considered purchase products, need to focus their scrappy strategy on what they’re trying to do, who they’re trying to reach, and when they’re trying to reach them. Strategy first. Always.

3.For a company that markets to both businesses and consumers, how do you differentiate between multiple audiences?

Once again, differentiate with strategy. Sketch out a scrappy strategy that answers the following questions for each audience:

Why are we doing this?

What are we doing?

When does this happen?

Where does this happen?

Who does this involve?

How do we get it done?

You may find areas of overlap, but you also might find areas where you can focus your efforts even further.

4.How do you recommend looking at other brands in your industry to see what’s working best?

Seeing ideas everywhere is one of the key concepts in the scrappy mindset that I outline in my book. In this day and age, we rely a little too heavily on case studies. We wait to see what a company like ours, with a CEO the same height as ours, is doing. Instead, we need to get better at looking at other marketers in other industries. What’s working for them? Could you drop that into your industry?

5.Using people power requires a change in the work culture. How do you go about getting management’s buy-in to change the culture?

Too often, we spend too much time talking about people problems and not people power. People are one of your biggest assets, and culture is one of the single most important factors in marketing success. To change your work culture, you have to start with buy-in from the top and work your way through management and finally to individual team members.

It’s important to remind management and HR that talent isn’t about finding “unicorns.” Especially for social media, engagement and people skills are sometimes more important than technical skills, which can easily be taught. Getting buy-in isn’t easy, but the impact can be potent. Back to strategy—make sure you start this process by sharing your strategy both up and down your org chart. Your people can only help you if they know what it is you’re trying to do.

6.For a lean team or smaller company, what should be the top priorities to get started in digital marketing?

Think about business objectives that you can ground in your strategy with (e.g. branding, community building, public relations, market research, customer services, leads and sales). I know I sound like a broken record here, but a small team has to focus on strategy. You can’t afford to do anything that you don’t have the resources for. Who are you trying to reach? What action do you want them to take? Work on answering these simple questions and you’ll be on your way to creating scrappy marketing.

7. What are your best social media tips, specifically for Facebook, Instagram, and Pinterest?

For all social media platforms, remember that whether you’re marketing to consumers or businesses, they are still people. They can still be reached with emotional appeals.

Take advantage of the visual platforms of Instagram and Pinterest. For consumer marketers, they are valuable platforms for them to connect with their audience on. However, these sites are just as critical for B2B marketers, who may struggle with trying to market rather technical subjects. Images and videos allow your audience to easily digest your content.

Facebook is the 800-lb gorilla in the social media marketing conversation. Both B2B and consumer marketers need a robust plan for all aspects of this platform—both organic and increasingly paid, due to Facebook’s constantly changing algorithms. We have to look for ways to focus what we’re doing and simplify our marketing for the long haul.